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Perceived Price and Quality of Food of European Union Countries of Origin by Slovaks: The Influence of Ethnocentric Tendencies

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  • Marián Čvirik

Abstract

Perceived price and perceived quality are two generic factors influencing purchasing decisions. Their importance is also connected with the effect of the country of origin. The main aim of the article is to examine the perception of price and quality in the context of individual countries of origin of the European Union and influence of the consumer ethnocentrism on this perception. From the point of view of methodology, we use general philosophical-scientific methods (analysis, synthesis, scientific abstraction etc.) and, to a large extent, also methods of descriptive and inductive statistics. Specifically, we use correlation analysis to examine the direction and intensity of relationships, cluster analysis to examine the similarities of individual countries of the European Union in terms of perceived price and quality, as well as a one-way ANOVA test to verify hypotheses. Scale tools for measuring perceived quality, perceived price, and the degree of consumer ethnocentrism achieve a high degree of estimation of validity and reliability (estimated using McDonald's omega and Cronbach's alpha). The results indicate differences in the perception of price and quality of individual countries of origin of food. It can be assumed that the level of consumer ethnocentrism is below average in the conditions of Slovakia, and it has an impact on food evaluation only in the home country. The results can be used both for marketing and in the conditions of international trade, tourism, and in many other fields of theory and praxis. Implications for Central European audience: Knowledge of the perception of price and quality of individual countries is important for international trade and marketing. Knowledge of the perception of these two factors helps to create strategies for both domestic and foreign companies operating in Slovakia. In this article, we examine the perception of all countries in the European Union, which allows for comparison. Foods from certain countries perceived better quality and cheaper will be more in demand. Demonstrating the effectiveness of consumer ethnocentrism has an impact on the development of strategies by domestic companies and the government to create support for the purchase of domestic production.

Suggested Citation

  • Marián Čvirik, 2023. "Perceived Price and Quality of Food of European Union Countries of Origin by Slovaks: The Influence of Ethnocentric Tendencies," Central European Business Review, Prague University of Economics and Business, vol. 2023(1), pages 97-114.
  • Handle: RePEc:prg:jnlcbr:v:2023:y:2023:i:1:id:314:p:97-114
    DOI: 10.18267/j.cebr.314
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    References listed on IDEAS

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    1. Lichtenstein, Donald R & Bearden, William O, 1989. "Contextual Influences on Perceptions of Merchant-Supplied Reference Prices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 55-66, June.
    2. Javier Sanz Cañada, & José Muchnik, 2011. "Introduction : Ancrage et identité territoriale des systèmes agroalimentaires localisés," Post-Print hal-02646030, HAL.
    3. Saeed Samiee, 1994. "Customer Evaluation of Products in a Global Market," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 25(3), pages 579-604, September.
    4. Verlegh, Peeter W. J. & Steenkamp, Jan-Benedict E. M., 1999. "A review and meta-analysis of country-of-origin research," Journal of Economic Psychology, Elsevier, vol. 20(5), pages 521-546, October.
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    Cited by:

    1. Marián ÄŒvirik & Emmanuel Dotong, 2023. "Consumer Ethnocentrism and the Influence of Selected Demographic Factors: A Comparative Study Among the Countries of Slovakia, the Czech Republic, and the Philippines," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 165-181.

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    More about this item

    Keywords

    consumer ethnocentrism; country of origin; European union; perceived price and quality;
    All these keywords.

    JEL classification:

    • C20 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - General
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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